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Break through the one-way mirror

Date of publication: November 13, 2011

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!

Authors: Dirk Lorré, Benoit Gaillard

Abstract:

A new way to co-create concepts with consumers, making use of Internet ads, is explored in this paper. A wide variety of connectors (first part of verbal concepts) is screened by utilizing Google and Facebook ads. The tool also facilitates research on visual language. By making specific concept landing pages, it is possible to further get to know the people that have been successfully connected with, and involve them in co-creation of the offer.

Dirk Lorré

Author

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Benoit Gaillard

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